KITKAT x POP MART Unveils Playful Blind Box Collaboration In Singapore
Nestlé’s KITKAT has partnered with POP MART, China’s leading collectible toy company, to launch its first-ever blind box collection in Singapore, blending the iconic chocolate brand with POP MART’s beloved DIMOO character. The collaboration introduces two exclusive products: the KITKAT x DIMOO Keychain Pouch Blind Box, available at leading supermarkets and online, and the KITKAT x DIMOO Tote Bag Blind Box, sold exclusively at 7-Eleven stores islandwide while stocks last. Both are priced at SGD 19.95, offering consumers a novel mix of KITKAT-inspired merchandise and collectible appeal. This launch taps into the growing global trend of East Asian pop culture influencing snacks and confectionery.
KITKAT Maintains Steady Footing In Singapore’s Competitive Chocolate Arena
KITKAT, holding a single digit share in Singapore’s chocolate confectionery market, is navigating a dynamic landscape with measured success, leveraging innovative collaborations to sustain its relevance among younger consumers. While trailing rivals like Lindt, and Cadbury in terms of market share, KITKAT’s strategic forays into culturally resonant partnerships and seasonal offerings reflect a calculated effort to maintain its competitive edge in a crowded market.
The Singapore chocolate confectionery market is marked by both opportunity and challenge. Rising consumer demand for premium and novel experiences, such as East Asian cultural influences like matcha, yuzu, and pop culture IP collaborations, presents significant growth potential. Chinese New Year has emerged as a key seasonal moment, with many brands launching festive-themed products. Stiff competition from established players like Lindt and Cadbury, alongside a flurry of artisanal and local brands introducing innovative flavors, creates a saturated market where differentiation is necessary.
KITKAT’s collaboration with POP MART is a prime example of its strategy. By integrating DIMOO, a character resonating with younger, trend-savvy consumers, KITKAT taps into the global surge of East Asian IP-driven products, mirroring successful partnerships like Godiva x Pop Mart LABUBU and Hershey’s Pokémon. The blind box format, a cultural phenomenon popularized by POP MART, adds an element of surprise and collectibility, enhancing KITKAT’s appeal beyond traditional confectionery.
Additionally, KITKAT’s Chinese New Year launch of the Pineapple Tart Wafer Bar caters to local tastes and seasonal demand, reinforcing its market presence and positioning it as a strong contender despite fierce competition.
Competitor Actions
Competitors are actively riding the wave of East Asian IP and cultural influences to capture consumer attention in the chocolate confectionery space. Godiva’s collaboration with POP MART’s LABUBU for the Icy Delights Collection, launched in Hong Kong SAR, China, pairs premium chocolates with playful collectible appeal, targeting younger demographics while maintaining its luxury positioning. Similarly, in Singapore, artisanal chocolatier Janice Wong has leaned into culturally resonant offerings, with their CNY 2025 Snake Figurine marrying 70% dark chocolate with goji berries and candied orange, and their Blossom Collection, featuring flavors like Lychee Lavender and Jasmine Honey, blending East Asian-inspired ingredients with festive storytelling. Fellow Singaporean chocolatier Mr. Bucket Chocolaterie has also embraced this trend, collaborating with Kamakura Singapore to launch bonbons with Japanese-inspired flavors like Matcha Azuki, Kuromitsu Kinako, and Black Sesame Hokkaido Milk, alongside its CNY-inspired Mango Sago bonbons, which fuse local and East Asian elements. Meanwhile Lemuel Chocolate, with CNY-inspired Koi Fish (pineapple) and Mandarin (mango) bonbons, further illustrate the trend of leveraging East Asian flavors and seasonal cultural moments to drive engagement. These initiatives highlight a competitive landscape where brands are using East Asian IP and flavors to create experiential, collectible, and culturally relevant products.